Pages: 90-97

Abstract

The present study aims at investigating the image aspects of the malls on the utilitarian and hedonic shopping motives. Attractive environment development as an important retail strategy has a positive impact on consumer purchasing behavior. Mall image is our independent variable which is made up of location and convenience, promotions, impulses and arrangement of business types. Utilitarian and hedonic shopping motives are the elements of our dependent variable. The present study is applied in nature, and descriptive in terms of data collection. The statistical population consists of malls customers in Iran from which, 384 questionnaires were collected randomly. Cronbach's alpha and composite reliability were used to determine the reliability of the questionnaire. To determine validity, convergent and divergent validity has been used. The hypotheses of the research have been tested using structural equation modeling. Collected data were analyzed using SPSS and SMART pls (third edition). The results from this study indicate the creating an optimal mental image of the shopping mall in the minds of customers is one of the important factors in attracting new customers and preserving the previous customers, which by increasing the hedonic shopping motives and utilitarian shopping motives increases the willingness of customers to do purchases.